CHAPTERIV: MARKETING PLAN

.4.1 Marketing Strategy

o4.1.1 Market Segmentation

○DEMOGRAPHIC Siokam is a tasty dish loved by both teens and adults alike. Its yummy
flavors make it a hit with younger folks, while the deliciousness appeals to the grown-up palate
too. It's a dish that brings people of all ages together around the joy of good food.
○PSYCHOGRAPHIC Siokiam is different from regular street food—siomai. It is a mix of
traditional flavors with new ideas to create something unique. Siokiam aims to give you a tasty
experience that stands out, making each bite special and memorable. Wanting you to enjoy a
mix of familiar tastes and fresh twists, making the food unlike any other street food you've tried.
○GEOGRAPHIC We've chosen to concentrate on the Philippines, in Tacloban City to be,
keeping our prices low so that everyone can afford our product. This way, we're reaching out to
a wide range of customers, making it easy for different people to buy and enjoy what we offer.
○BEHAVIOURAL Siokiam is perfect for people who like trying new stuff because our product is
new in the market. It's special and different, great for those who enjoy exploring unique
experiences.

o4.1.2 Target Market

Our product focuses on sale/consumption to the individuals in ACLC - Zamora Branch. This will
be Micromarketing in nature because it is solely for individuals of ACLC - Zamora Branch.

o4.1.4 Positioning Strategy

For young professionals and students who crave authentic Asian cuisine but are often pressed
for time, Siokiam is the food brand that offers handcrafted Siomai made from fresh, locally
sourced ingredients. Unlike other fast-food options, Siokiam serves a convenient, affordable
meal without compromising on taste and quality.

.4.2 4Ps OF MARKETING

§ 4.2.1 Product Strategy

Our strategy made here in our business is that we ensure the quality and the price range of our
product, also we develop and understand how part of the product works in contributing many
customers, so we don't have difficulty consuming the ingredients in our products.

§4.2.1.1Branding Strategy
Our siokiam is different from some of the other brands, because we have designed and created
it ourselves. We've created a visual appeal for the logo, so it can be seen easily. Bright colors,
representing our brand's vitality and friendliness, have been applied to the design of our logo,
packaging or other marketing materials. For the theme of "squishy on the outside, savory on the
inside," that's what makes our brand unique and different. We can inform our customers about
our product by means of these

§4.2.1.2 Packaging Strategy

Our packaging strategy for our siokiam product consists of using clear plastic cups with our logo
stickers on them. The inspiration behind our packaging is to showcase the quality of our
siokiam. By using a clear plastic cup, customers can see the freshness and quality of our
product. The logo sticker adds a professional touch and helps to create brand recognition.
Additionally, the clear plastic cup is durable and provides excellent protection for the siokiam
during transportation.

§ 4.2.2 Pricing Strategy

COST-BASED PRICING

Selling Price = Cost + Mark-up

ingredients
= ₱511 50%
fixed assets
= ₱57
Other Production Cost
= ₱165

Total: = ₱733 = 50%

Total = 733 ÷ 150 (all made siokiam) = 4.8

Cost = 4.8 (0.5) = 2.4

Cost = 4.8 + 2.4 (mark-up)

SP = 7.2

§4.2.3 Place Strategy

We will create a direct-to-classroom delivery service to improve the accessibility of our siomai
items within our school. We plan to make our siomai products more accessible with a direct-to-
classroom delivery service, providing a personalized and efficient experience that corresponds
with the particular dynamics of our school environment.

§4.2.4Promotion Strategy
With the use of Social Media Platforms like Facebook, Instagram and etc, we will promote our
product by posting through online. Online advertising can exponentially widen the scope of your
business’s visibility. Platforms like Facebook and Instagram have users worldwide. Using these
platforms for advertising can help us reach a larger audience. One of the standout benefits of
online advertising is the ability to track and measure your campaign performance in real-time.
Tools like Google Analytics and Facebook Insights provide valuable data on ad impressions,
click-through rates, conversions, and more. This immediate access to performance metrics
empowers businesses to adjust strategies on the fly, making necessary tweaks to optimize
results, and ensure that every dollar spent is worth it. Online advertising platforms provide
advanced targeting options, allowing us to go after our desired audience based on
demographics, interests, behavior, and more. Promoting online would help us to find, reach, and
engage people who are likely to be interested in our business without spending money on an
overly broad audience. Online advertising offers granular audience information, so we can focus
our efforts effectively.
4.3 Marketing Budget

EXPENSES BUDGET ACTUAL

Production and Operation ₱ 500.00 ₱ 511.00

Fixed Assets ₱ 400.00 ₱ 57.00
Other Production and ₱ 180.00 ₱ 165.00
Operation-related

Total: ₱ 1,080.00 ₱ 733.00